Campaign India Team
Apr 02, 2012

Miroma Sport gets worldwide licensing and merchandising rights to Kings XI Punjab

The six year deal will see Miroma Sport develop a licensing and merchandising strategy for Kings XI Punjab

Miroma Sport gets worldwide licensing and merchandising rights to Kings XI Punjab

 

Miroma Sport, part of Miroma Ventures, the UK-based media and leisure investment and management business, has secured the global licensing and merchandising rights to Indian Premier League (IPL) cricket team Kings XI Punjab (KXIP).
 
The six year deal worth $50 million will see Miroma Sport develop a licensing and merchandising strategy for Kings XI Punjab, enabling brands to align themselves with one the KXIP.
 
Miroma Sport is the latest business to launch under the Miroma Ventures umbrella. Sean Morris, former chief executive of the Professional Cricketers Association and IPL Franchise Rajasthan Royals, has joined Miroma Sport as chief executive officer. He will work closely with the executive team at Kings XI Punjab and help develop the merchandise ranges and licensing opportunities for brands seeking to connect with the club’s fan base and the wider Indian and international cricket audience.
 
Morris played professional cricket for Hampshire CC before he began his business career with the Dunlop Slazenger sports group, where he built a strong affinity with Kings XI Punjab developed through visits to the region.
 
Marc Boyan, chief executive officer, Miroma Ventures, said, “The Indian Premier League has proved to be one of the most exciting sports and leisure products ever launched. IPL audiences are truly phenomenal in their scale and passion for the game and Kings XI Punjab, have been a cornerstone of the league’s incredible popularity since its inception. We expect this to be the first of many deals of this magnitude. Miroma Sport will help unleash Kings XI Punjab’s potential to become a global brand and a powerful commercial medium.”
 
Commenting on the partnership, Colonel Arvinder Singh, chief operating officer, Kings XI Punjab, said, “We are very excited to be partnering with Miroma Sport. This association will enhance the reach of our licensing and marketing program to countries hitherto out of our reach. We expect a quantum increase in our revenues from licensing and marketing activity while enabling our fans and supporters around the world to access our merchandise and licensed goods.”
 
Source:
Campaign India

Related Articles

Just Published

1 day ago

Magnite upgrades SpringServe video platform

The platform now combines its ad server and SSP to enhance programmatic efficiency for CTV and OTT players.

2 days ago

How ASICS India is turning footprints into funnel ...

From gait scans to geo-targeted ads, the sporting goods group laces together tech, retail, and events to chase India’s growing base of runners.

M&A deals continued to decline in 2024: COMVergence

Even as overall dealmaking declines, certain sectors such as ecommerce continue to be a major draw.

2 days ago

Personalisation gives 40% higher conversion to ...

India sees 163% revenue growth from contextual marketing campaigns in 2024, according to WebEngage trends report.